Luxury

A few short years ago, socks provided protection and comfort to our feet. Today, socks tell the world where you fit into society. Dramatically shifting the sock marketplace required a perfect storm of cultural and economic conditions. This includes a shift in generational preference, including the online shaming of ankle and no-show socks, or “millennial socks,” often by content creators of all ages, as well as changing shoe and pant trends and slowing economic conditions that made entry-level luxury soft accessories more appealing. It all resulted in increased tube and dress sock searches and sales, and for the brands that have responded swifty, the chance of a sock sales gold rush. Glossy spoke to experts to unpack the humble sock’s 2024 glow up.